Duracell Named “Trusted Battery Power of the NFL” in Multi-Year Sponsorship

Duracell,
a Procter & Gamble (P&G) brand, today announced a comprehensive
multi-year sponsorship with the National Football League (NFL) as the
“Trusted Battery Power of the NFL,” as well as a player relationship
with All-Pro linebacker Patrick Willis. Whether on the field, or off the
field, in devices that power the lives of players, coaches and fans, Duracell
provides trusted battery power for when the League and its players need
it most.

Duracell announced its National Football League partnership as the "Trusted Battery Power of the NFL" and kicked off its relationship with All-Pro 49ers linebacker Patrick Willis. Duracell and Willis took to the streets of San Francisco to help provide "power" for San Francisco residents. Here, Willis, gets ready to serve lunch to the firemen of San Francisco Fire Department, Station #1. (Photo: Business Wire)

This announcement comes on the heels of the brand’s biggest battery news
since the creation of iconic Coppertop. Duracell batteries with the
Duralock Power Preserve™ Technology are guaranteed to stay powered for
up to 10 years in storage.1 This technology provides
guaranteed power for battery-powered devices, on and off the field.

“With this sponsorship, we’re reaching millions of passionate and
dedicated NFL fans that rely on battery power in their everyday lives,”
said Volker Kuhn, general manager for Duracell North America. “As an
innovator in the category, we can provide peace of mind for consumers
and the NFL. Starting this fall, whether it is in a living room or an
NFL stadium on Sunday afternoons, Duracell will provide the trusted
battery power needed to enjoy or play the game on and off the field.”

To further strengthen the relationship, Duracell
has signed powerhouse San Francisco 49ers linebacker Patrick Willis.
Willis will play a role in the integrated marketing program, from
retail, digital and creative to social and event based initiatives.

“Patrick is an inspiring athlete and person and we are thrilled to be
working with him to bring to life this partnership,” said Kuhn. “When we
think about a player that embodies Duracell’s two greatest strengths –
power and reliability – there is no one better suited than Patrick.”

Willis (twitter: @PatrickWillis52)
helped Duracell launch the NFL sponsorship by sharing his personal power
with the city of San Francisco. Last week, San Franciscans were able to
tweet using hashtag #PatrickPower to tell how they would enlist the
Pro-Bowlers’ powerful arms and legs to help complete tasks or errands
that require reliability and power. Willis and Duracell
took to the streets to fulfill some of those wishes for help with
seemingly mundane tasks, from hauling furniture to carrying groceries.

“I am thrilled to be able to work with a brand that prides itself on
trust, reliability and power. These are traits that I take pride in and
that I admire in a product,” said Willis. “I also appreciate that the
brand can have a little fun with it. It was exciting to help out the
people of San Francisco with their personal ‘power’ needs.”

P&G signed a corporate sponsorship agreement with the NFL in 2009 that
provided several of its brands including Tide, Gillette, Head &
Shoulders and Vicks the rights to participate in the sponsorship.
Duracell is the latest P&G brand to announce an NFL sponsorship, and
beginning with the 2012 NFL season allows Duracell use of official NFL
marks, including Super Bowl XLVII, Pro Bowl, NFL Draft and NFL Playoffs.

“We are proud to bring Duracell into our portfolio of leading brands
that are partnering with the NFL,” said David Palmer, Head of Global
Sports Marketing at P&G. “This partnership further extends our reach and
integration with the NFL fans and our consumers while driving scale
marketing opportunities for P&G.”

Duracell with Duralock Power Preserve TechnologySet for
retail distribution this summer, Duracell with Duralock will be packaged
with a ”good until” date and be recognizable by the new Duralock ring
providing consumers with instant recognition and the comfort of knowing
that Duracell batteries left sitting in a drawer or locker will still
work when they are needed most. Whether it’s a CopperTop, an Ultra
Power, or a Rechargable battery, Duracell’s Duralock technology means
that there’s a battery best suited for every lifestyle. The entire
portfolio of Duracell batteries including Ultra (AA/AAA), CopperTop
(AA/AAA/C/D/9V), Rechargeable (AA/AAA), Hearing Aid and Coin Button
cells will carry a Duralock Power Preserve guarantee.

About DuracellPart of the Procter & Gamble Company
(NYSE:PG), Duracell has been powering people around the world for more
than 40 years. Our products serve as the heart of devices that keep
people connected, protect their families, entertain them and simplify
their increasingly mobile lifestyles. As the world’s leading
manufacturer of high-performance alkaline batteries, Duracell also
innovates in lighting, renewable power and wireless charging
technologies to help consumers live life without limits. Visit www.duracell.com
for more information, follow us on Twitter.com/Duracell,
and like us on Facebook.com/Duracell.

About Procter & GambleP&G serves approximately 4.4
billion people around the world with its brands. The Company has one of
the strongest portfolios of trusted, quality, leadership brands,
including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®,
Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®, Lenor®,
Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®,
Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and
Vicks®. The P&G community includes operations in about 80 countries
worldwide. Please visit http://www.pg.com for
the latest news and in-depth information about P&G and its brands.

ABOUT NFL PLAYERS INC.NFL PLAYERS INC. is the licensing and
marketing subsidiary of the NFL Players Association. Representing more
than 1,800 NFL players, NFL PLAYERS INC. “takes the helmets off” the
players and markets them as personalities as well as professional
athletes. Through an exclusive sponsorship agreement with the NFL,
players are integrated into NFL sponsor activations. NFL PLAYERS INC.
activities include retail licensing, corporate partnerships, player
marketing, special events, broadcast and publishing. For more
information, please visit NFLPLAYERS.COM.

1 Length of power preserve in storage varies by battery type.
Ultra (AA/AAA), CopperTop (AA/AAA/C/D) and Lithium Coin are ten years.
CopperTop (9V) is five years. Rechargeables (AA/AAA) and Alkaline Coin
Button are three years and Hearing Aid (Alkaline) are four years.